Why do tutorials work?

4 min.

Imagine that your company is having difficulties explaining the advantages of a concept, product or service because it is not yet available in the market or even because it contradicts a certain trend. Are the advantages of your product clear but customers don’t yet realize how it works and because of that are reluctant towards its effectiveness? Or maybe all these issues are clear but the buying process is complex and not immediate.


If your case is similar to those described above, stay with us a little longer and you will clear all your doubts.


Tutorial videos, explainer videos or educational content, whatever the preferred denomination, are videos that have experienced a strong growth thanks to their ability to engage viewers. These are contents that speak directly to the person’s "pain", empathizing with their difficulties. They focus on customer's needs and not on the product or service they provide. In short, an explainer video changes the consumer’s perspective. Instead of showing company’s side, demonstrating the product or service advantages, these videos focus on the customers’ perspective, solving their problems. The product or service is not what the brand intends to promote in this kind of videos. The business/brand starts operating at a time when consumers are looking for information and if your business makes learning easier, faster and more "fun", then the bet is won and consumers are more likely to become your customers.


One of the reasons for the success of this type of video is its ability to get the company to communicate with the consumer at an early stage of the buying process, positioning the brand as a reference of excellence in the industry with a deep knowledge in its action area, attracting visitors to the website and organically improving its position in search engines. An investment in a tutorial video has the ability of getting a higher ROI when compared to a strategy aimed at direct advertising only. Youtube has more than 500 million daily views of videos with educational content, so it is a fact that people are interested in learning.


What are we looking for in a learning video? If we go back and remember what made us like a teacher or not, we quickly discovered the secret to a good video tutorial:


  • Using Humor - it is unanimous that laughter has a great influence on us, and we all enjoy learning in a fun environment, where knowledge is not heavy but part of a game.
  • Learning how to do - passively receiving information has two risks: consumers think "This is all very nice in theory, but in practice, it is different", and they can get distracted because some other content is more stimulating. Don’t choose unilateral communication, try to challenge your audience, promote interaction, ask questions, suggest tasks to prove what has just been said, in short, involve the audience in the teaching-learning process.
  • Surprise is the key - surprise always has the potential to change the routine. This doesn’t mean that we have to lose objectivity just to surprise, however it is appropriate to shake things from time to time. If your focus is, for example, blog articles, break them down with videos, gifs, images, infographics, testimonials, or case studies.
  • Field Trips - yes, it's true, field trips work, so offer your customers tickets to a trip to a heavenly destination. We are joking of course, but the concept behind this suggestion is totally right. Don’t just expose facts, involve your audience on a journey where learning is organic. Your potential clients don’t need to physically fly to some other place, they just need to you to get their imagination up and running.
  • Find an optimal level of stress - No stress at all makes content irrelevant and too much stress makes it unpleasant. There is an optimal level of stress that learners must experience in order to not feel pressured but still be sufficiently active to understand the importance of the learning object.

Check out some examples of successful tutorial videos from our clients and talk to us. It's time to teach your audience!


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